MKG203 Assignment 2022

Running head: MKG203
MKG203

MKG203 1
Part 1
About the company
AliExpress is a renowned online store offering goods at cheap prices than any other
online store. It was established in 2010 by Jack Ma providing platform for small businesses
with a great reachability to customers all over the globe. It is based in China and owned by
Alibaba Group which was started with an online B2B portal it is been now also expanded to
B2C, C2C and cloud computing and payment services. This online platform aims at
connecting buyers with Chinese businesses where it only facilitates as a medium and not as a
direct seller. It’s available with multilingual options, price mark-up facility and an option to
personalize shoppers listing for easy digital shopping. This brand is also indulged in other 6
businesses including AliExpress namely Tabao.com, Tmall, 1688.com, AliMama, Alibaba
cloud, Ant Financial and Cainiao Network. With an overall perspective, Alibaba group is a
public company which was founded in 4th April 1999 in Zhejiang, China. Since then Alibaba
group has developed a system which bridges buyers and suppliers and has expanded to other
services like trade financing, mobile solutions, safe payment and logistics (AliExpress,
2019).
Targeting, positioning and branding strategies
Aliexpress aims at targeting towards major profitable markets which includes global
market (English language) concerned with international exporters and importers and Chinese
market with a focus on local suppliers and buyers. China is speedily moving towards e-
retailing where there are 560 million internet users who spend 20 hours per week on it. In the
context of positioning, AliExpress tries to stand in the mind of customers with variety of
perks as offers, gifts and coupons to attract more to its retail platform. Also, it provides wide
range with prices lower than any other site with diversified line of businesses. With an
advantage of operating in a country with largest population of 423 MM active buyers who are
tech-admirer of new-era, this online platform is the one which saves money and time both.
Branding strategy of AliExpress aims at expanding its business all over world where it has
already taken major stands since starting. Company’s founder decided for such brand name of
company which is easy to pronounce in different languages as well as it uses advertisement
as a platform to increase its service market brand by sponsoring for events like Beijing
Olympics, Australia-China Business Week to grow as a brand (Cravens & Piercy, 2006).